Tech Transfer Marketing on a Shoestring: Guerilla Tactics in a Budget-Cut World

1. Tech Transfer Marketing on a Shoestring: Guerilla Tactics in a Budget-Cut World Presented by: Dee Anderson (Brigham Young University)Jamie Hall (University of British Columbia)Brandon Reynolds (University of Texas at Tyler)

2. Low and No-Cost Strategies For Branding Your TTO  Integration of TTO into university branding - Pros and cons  Engaging PR firms - BYU’s experience - Business Week article (see next slide for full article)  Could be a slippery slope - Work closely with University to maintain compliance - Deal directly with the university’s marketing department - Communication is the key Technology Transfer Tactics - www.technologytransfertactics.com

3. Business Week article about BYU BYU’s agreement with Business Week allows us to post the pdf as is, with no print or extraction privileges. We encourage attendees to download the article at the link below as we will be discussing it during the live program: http://unicomm.byu.edu/files/byu-business-week-proof.pdf Technology Transfer Tactics - www.technologytransfertactics.com

4. Going Guerilla: It’s The Little Things That Count  Tips for choosing the right: -entrepreneur -licensing professionals -licensee  “Walk the halls”  Make the most of networking opportunities and conferences  Building relationships with faculty, researchers, community  Exude professionalism in every transaction, meeting, etc.  The importance of consistency  Intranet usage and maintenance Technology Transfer Tactics - www.technologytransfertactics.com

5. Best Practices For Web-Based Marketing  Social media - Successfully sail these choppy waters - Twitter - Facebook - LinkedIn - Hootsuite and more  Email strategies - pros and cons of email marketing - RSS  Video clips and instructional videos - Another medium for elevator pitches - Host “events”  Online listings - The good, the not so good and the avoid at all costs Technology Transfer Tactics - www.technologytransfertactics.com

6. Engaging Faculty in Your Marketing Efforts • View researchers as a marketing channel •  Mini workshops • Conducting effective one-to-one meetings • Give credit where credit is due Technology Transfer Tactics - www.technologytransfertactics.com

7. Internal and External PR Efforts That Work Wonders • Tips for partnering with PR firms • How to find the right match that keeps in line with your vision • How to keep costs at a minimum or even free •  Again, engaging with researchers and faculty is key •  What about engaging students and interns? Technology Transfer Tactics - www.technologytransfertactics.com

8. Marketing Collaborations With Other Universities • Focus on West Coast Licensing Partnership Background: • - Initiated by UBC • - Involving 8 west coast institutions (SALK, Scripps. OHSU etc.) - Bundled compatible technologies. - One-stop shop for licensees, added value, shared marketing resources. • Difficulties encountered • Success stories Technology Transfer Tactics - www.technologytransfertactics.com

9. Avoid These Resource-Draining No-Cost Efforts -- They’re Just Not Worth It! •  “Technology Showcases” •  Other resource draining activities • To stay successful you must determine key messages – linked to strategic plan of office and identify key audiences and what they need to hear. • Hear from the audience during the add-on roundtable session Technology Transfer Tactics - www.technologytransfertactics.com

10. Leveraging Campus Resources as Partners in Your Marketing Push  On campus communication activities with: - faculty - alumni - development - public affairs - funding agencies  Business plan competitions  MBA programs  Entrepreneur-in-residence Technology Transfer Tactics - www.technologytransfertactics.com

11. Web Analytics: Case Study From the U of BC • Pro-Neck-Tor Helmet • Demonstrating public demand to help licensing • Leveraging campus resources • Ducks in a row • Measuring response • Media • Awards • Website • Scale • Identity • Qualitative Technology Transfer Tactics - www.technologytransfertactics.com

12. Web Analytics: Case Study From the U of BC Technology Transfer Tactics - www.technologytransfertactics.com

13. Platform Marketing vs Piecemeal Strategy: Which is Best For Your TTO?  Quantity vs quality  Target your audience  Market research findings should drive your method  Why you can/should target different markets for one product Technology Transfer Tactics - www.technologytransfertactics.com

14. Engaging Web-Savvy VCs and Angels • Social media • Video pitches •  Utilizing various media methods: • - print • - TV • - conferences •  How just one article turned a lot of VC’s and Angel’s heads Technology Transfer Tactics - www.technologytransfertactics.com

15. Panelist Information Jamie Hall has been the Communications Officer at the University of British Columbia’s University-Industry Liaison Office (UILO) since 2006. He has over 15 years of experience working in marketing and communications in the UK and Canada, including work for Scotland’s film commission and the University of Edinburgh, where he was responsible for the university’s corporate identity and branding activities. At UBC, Jamie manages both the external and internal communications of the UILO, and provides support in marketing UBC technologies to potential licensees and investors. (Jamie.Hall@uilo.ubc.ca) Brandon Reynolds is the Project Development Manager in the Office of Sponsored Research at The University of Texas at Tyler. In this position, he is responsible for marketing research and the resulting intellectual property. Brandon received his B.B.A in Marketing from The University of North Texas in 1999. After graduation, he spent three years in the radio and television industry working with both local and national accounts. He then moved into project management in the sign industry working with large national clients. Intermingled with these two roles he worked with a start-up online training company and has pursued proficiency in the field of web development and web marketing. (BReynolds@uttyler.edu) Dee Anderson is the Associate Director for the Technology Transfer Office for Brigham Young University in Provo, Utah. He is responsible for commercialization planning, patenting and licensing functions for Electrical and Computer Engineering, Civil and Environmental Engineering, and Computer Science departments and the School of Technology, Compliant Mechanisms in the Mechanical Engineering Department, and other select projects. Dee has twenty eight years of entrepreneurial experience in the fields of Manufacturing, Real Estate Development, Financial Management, Computer Software and Hardware and Telecommunications as well as vast experience in creating successful companies in the high tech field with significant expertise in marketing, finance and operations. He earned a Bachelors Degree in Business Management with concentration in Finance from Brigham Young University in 1979. (dee_anderson@byu.edu) Technology Transfer Tactics - www.technologytransfertactics.com

16. Tech Transfer Marketing on a Shoestring: Guerilla Tactics in a Budget-Cut World This program is also available on CD, as an MP3 download or a PDF Transcript. To order, visit http://www.technologytransfertactics.com/content/audio/moas/or call 239-263-0605. Technology Transfer Tactics - www.technologytransfertactics.com